The mountainous terrain and fertile volcanic soil in Papua New Guinea (PNG) are perfect for growing rich Arabica coffee. However, transportation is challenging, with many coffee farms only reachable by foot or light aircraft. It takes serious incentive to get a farmer to bring a bag of his backyard-grown coffee to market because the infrastructure in PNG is so poor. Rural farmers face amulti-day walk carrying their coffee until they reach a road. From there, vehicles charge fees to bring the coffee to the nearest village before it makes its way to a bigger town until it finally arrives at a coffee market. Out of the nine million people in PNG, around 2.5 million (30%) are involved in coffee.